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Showcasing talent, demonstrating innovation, delivering results, and developing deeper consumer engagements.




Showcasing talent, demonstrating innovation, delivering results, and developing deeper consumer engagements, all qualities on show from marketing campaigns vying to win this year’s MMA SA SMARTIES™ Awards

Celebrating the teams and talent who are leveraging the power of mobile to create innovative and effective marketing campaigns, the Mobile Marketing Association (MMA), today announced the awards shortlist for the 2016 edition of the MMA SA SMARTIES™ Awards. The SMARTIES™ is the world’s only global mobile marketing awards programme that honours innovation, creativity, and success in the field of mobile marketing. The MMA SMARTIES™ SA Awards, where the final winners will be announced, will take place in November.

Selected from submissions from across SA, the shortlisted entries represent the platform’s immense potential to reach and engage connected consumers in unique and original ways. The shortlist was selected by the SMARTIES™ a jury consisting of marketer and agency professionals from the SA then judges the shortlist. The Jury evaluates the shortlisted campaigns within all the categories based on four criteria: strategy, execution, creativity, and results.

The SMARTIES™ SA 2017 covers everything from brand awareness and cross media campaigns to mobile apps and mobile websites to social, location, and innovation. It strives to find the best campaigns from across the country. The awards celebrate the excellent work being done in mobile by both brands and agencies, and inspire marketers to push the boundaries with their own campaigns.

“We were thrilled to see that this year’s SMARTIES™ entries demonstrated how marketers and agencies have embraced the opportunity to be creative and effective in their campaigns, putting mobile at their heart and bringing technical sophistication and consumer relevance to the entries they submitted”, commented Chris Babayode, MD, MMA EMEA. “It is more evident than ever that mobile holds the unique ability to bring brands closer to their consumers and engage with them in a way that is visceral, memorable and delivers business results.”

The 2017 SMARTIES™ SA shortlist highlights submissions from across the industry verticals ranging from auto, food and drink, retail, entertainment, electronics, health and beauty, and sports. The diversity of brands and agencies showcases the growing prominence of mobile as a marketing medium.

The shortlist for the 2017 MMA SA SMARTIES™ Awards includes:


BRAND AWARENESS

  • Amarula #Namethemsavethem – Amarula - Liquorice
  • The Big O – Durex - Havas Boondoggle
  • Ariel Impossible made Possible – Ariel - Mobitainment & Brainbow Conscious Creatives
  • Shoprite Low Price Christmas Brand Awareness Campaign – Shoprite – Yonder Media
  • CNA June Holiday Guide – PHD - CNA – Mobiclicks

LEAD GENERATION

  • Dunlop Lead Generation – Dunlop Tyres – Conversation Lab
  • It’s Your Move – SHIELD – Unilever – Gorilla
  • Dreams come true at Boxer with Sunlight – Box Superstores
  • The Big O – Durex - Havas Boondoggle
  • GEMS Evo Switch Campaign - Government Employee Medical Scheme (GEMS) – Yonder Media

PRODUCT / SERVICES LAUNCH

  • MegaU – ABSA – Mark1 Labs
  • KFC Supa Strikas Golden Shakes – KFC - Strika Entertainment
  • Bad B O Taxi Ride – SHIELD – Unilever – Gorilla
  • GEMS Evo Switch Campaign - Government Employee Medical Scheme (GEMS) – Yonder Media
  • #SWHOPPER- Burger King – The Jupiter Drawing Room CT

RELATIONSHIP BUILDING / CRM

  • Knorr Dinner on Demand – Knorr – Unilever – Liquorice
  • Surf School of Shine – Surf – Unilever – Liquorice

SOCIAL IMPACT / NOT FOR PROFIT

  • info4africa - Omnichannel Mobile User Experience – infro4africa (Not-for-Profit) – Always Active Technologies (AAT)
  • Unilver Ugive – Unilever – Liquorice
  • Amarula #Namethemsavethem – Amarula - Liquorice

CROSS MEDIA

  • Axecess Ibiza – AXE – Unilever – Gorilla
  • Ariel Impossible made Possible – Ariel - Mobitainment & Brainbow Conscious Creatives
  • We are More – LUX – Unilever – Gorilla

CROSS MOBILE INTEGRATION

  • MegaU – ABSA – Mark1 Labs
  • info4africa - Omnichannel Mobile User Experience – infro4africa (Not-for-Profit) – Always Active Technologies (AAT)
  • The Big O – Durex - Havas Boondoggle
  • GEMS Evo Switch Campaign - Government Employee Medical Scheme (GEMS) – Yonder Media

MESSAGING

  • It’s Your Move – SHIELD – Unilever – Gorilla

MOBILE WEBSITE

  • The Big O – Durex - Havas Boondoggle
  • Amarula #Namethemsavethem – Amarula - Liquorice
  • Axecess Ibiza – AXE – Unilever – Gorilla

MOBILE SOCIAL

  • The Big O – Durex - Havas Boondoggle
  • Unilver Ugive – Unilever – Liquorice
  • We are More – LUX – Unilever – Gorilla
  • Stimoji - Mondelez – Stimorol – Gorilla
  • #SWHOPPER- Burger King – The Jupiter Drawing Room CT

LOCATION BASED

  • MegaU – ABSA – Mark1 Labs
  • info4africa - Omnichannel Mobile User experience – infro4africa (Not-for-Profit) – Always Active Technologies (AAT)
  • Shoprite Low Price Christmas Brand Awareness Campaign – Shoprite – Yonder Media
  • CNA June Holiday Guide – PHD - CNA – Mobiclicks

MOBILE AUDIO

  • Ariel Impossible made Possible – Ariel - Mobitainment & Brainbow Conscious Creatives

MOBILE VIDEO

  • We are More – LUX – Unilever – Gorilla
  • You've got Something – AXE – Unilever – Gorilla
  • All things Hair – Unilever – The Niche Guys
  • Make Your Move – Closeup – Unilever – The Niche Guys
  • SA Home Loans House Rules – SA Home Loans - Liquorice

  • In addition, a number of Industry Awards (representing the best in the mobile marketing industry) will be presented at the Awards Gala, including:

  • Best in Show
  • Agency of the Year
  • Publisher / Media Company of the Year
  • Enabling Technology Company of the Year In Mobile
  • Operator of the Year in Mobile

About the Mobile Marketing Association (MMA)

The MMA is the world’s leading global non-profit trade mobile marketing association comprised of more than 800 member companies, from nearly fifty countries around the world. Our members hail from every faction of the mobile marketing ecosystem including brand marketers, agencies, mobile technology platforms, media companies, operators, and others. The MMA’s mission is to accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement. Anchoring the MMA’s mission are four core pillars; to cultivate inspiration by driving the innovation for the Chief Marketing Officer; to build the mobile marketing capabilities for the marketing organizations through fostering know how and confidence; to champion the effectiveness and impact of mobile through research providing tangible ROI measurement; and advocacy. Additionally MMA industry-wide committees work collaboratively to develop and advocate global best practices and lead standards development.

Mobile Marketing is broadly defined as including advertising, apps, messaging, mCommerce, and CRM on all mobile devices including smart phones and tablets. Members include: AmeriCNA Express, Asda, Axa, Campbell’s, Citi, Colgate-Palmolive, DataXu, Dunkin’ Brands, Electronic Arts, ESPN, Facebook, Ford, Foursquare, Google, GSK, Havas, Hilton, Hotels.com, IG.com, InMobi, Inspired Mobile, Johnson & Johnson, Just Eat, Krux, Loop Me, Marriott, MasterCard, McDonald’s, Mondelez, Nestle, Nimbletank, Pfizer, Pinterest, Procter & Gamble, R/GA, RadiumOne, Razorfish, Samsung, SAP, Spotify, Telefonica, The Coca-Cola Company, The Rubicon Project, The Weather Company, T-Mobile, TUNE, Uber, Unilever, Verve, Visa, Weve, xAd, Yahoo!, Yodel, Zurich and many more.

The MMA’s global headquarters are located in New York with regional operations in Europe/Middle East/Africa (EMEA), Latin AmeriCNA (LATAM), and Asia Pacific (APAC). For more information about the MMA please visit
www.mmaglobal.com.

Event Link: mmaglobal.com/south-africa/smarties2017

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